First, "small but beautiful" presents a new wave of opening single-product stores

The explosive growth of typical "small but beautiful" single-product catering brands such as Xiao Mian and Master Xi once again proves the affinity of single-product stores in the catering format. It will be a feature to hit the world with a single product. Just as many Japanese and Korean restaurants will focus on making sushi, Lamian Noodles or bibimbap, some "small but beautiful" Chinese restaurants will also focus on making single items and take them as the main products. This kind of single-product store is simple to operate, does not need large storefronts and luxurious decoration, has low labor cost and is difficult to operate, but has a short payback period, especially in the catering market where rents are being laid and labor is soaring, which can be regarded as an investment means with small investment and big return.

Three characteristics of the single product model make the brand success rate higher:

1. Low entry threshold. The production process of a single product is relatively simple, and most people can quickly master it through a period of concentrated study. 2. It is easy to standardize and can be copied. There are many categories of single products, so the procurement of ingredients will be much simpler, and the research and development and practice of single dishes will be more frequent in the product center, so the quality is more controllable. 3, single product focus, more conducive to brand communication. Brand communication follows the principle of "voice always, single focus". In the process of communication, single products have the inherent advantage of "focus" and have a better chance to seize the first category.

Second, "healthy dining" restaurants are favored

With the continuous improvement of consumers' living standards and health awareness in China, it indicates that they should not only eat delicious food but also eat healthy food, and the demand for meals with low oil, less salt and low (no) sugar is more and more extensive. Nielsen's research results show that about 71% of consumers (including food) in China have specific dietary needs, and 82% of the respondents are willing to spend more money on food without bad ingredients, which are higher than the global average. Of course, many catering enterprises have already seen the market opportunity of healthy catering. Brands such as Xibei, Jiumaojiu, Le Caesar, and Boss Love Fish all emphasize the healthy concept of "natural without adding" in their propaganda. For example, in July, 2116, McDonald's held a theme party on menu reform, in which it was put forward that a healthy and balanced restaurant industry is the trend in the future.

1. Less salt: Since 2111, McDonald's China has reduced the salt in its menu by more than 451 tons; For example: hamburger bread (about 11% less), tomato sauce (about 11% less) and French fries (about 21% less). 2. Better oil: McDonald's is testing a new formula of edible oil in China, and plans to gradually replace the edible oil in restaurants nationwide from palm oil to sunflower seed and rape seed with a new formula of mixed oil from 2117. Its nutritional structure is better, which can greatly reduce saturated fatty acids and is more conducive to health.

3. More fruits, vegetables and grains: McDonald's launched a variety of balanced menus in China in 2116.

Third, fast and fashionable catering has become the mainstream

Nowadays, with more and more shopping malls, 81s and 91s have become the main consumers. Fast-fashion catering quickly captures this crowd with its advantages of high quality and low price, explosive sales of single products, high-speed circulation and fashionable dining environment, and also creates a number of restaurants in online celebrity. Such as grandma's house, green tea, 57 degrees Hunan, parallel imports, fish exploration and so on. With an average turnover rate of 6-7 times and an average daily flow of more than 111,111, they have become the object of imitation by catering people.

Fourth, the "rational return of O2O", catering+Internet has gradually become a standard

While the catering industry is developing, it is facing many problems such as rising cost of food raw materials, rising labor cost, lack of management talents, and difficulty in cost control. The competition in the industry is becoming increasingly fierce. The information from all over the country not only shows that the revenue growth of catering enterprises is slowing down, costs are rising and profits are falling, but also shows a high tide of bankruptcy.

in the case of traditional catering industry depression, the sudden emergence of O2O seems to be a lifeline for domestic catering industry. The O2O market in China catering industry has developed under the impetus of all parties in the industrial chain. On the one hand, the number of online users and their familiarity with the Internet have reached a new height. On the other hand, offline catering merchants have experienced the education of comment websites and group buying websites, and their awareness and ability of using the Internet to promote and sell have also been greatly improved.

Fifth, the degree of restaurant intelligence is getting higher and higher

At present, there have been restaurants with highly intelligent services, all of which are automated from ordering, paying bills and taking meals. There are also many restaurants in China that are famous for robot food delivery. With the wide application of Internet technology and intelligent technology, many restaurants have started to arm their restaurants with high technology, realizing automation from online promotion, ordering, ordering and food delivery, and finally completing mobile payment.

On the one hand, intelligent restaurants can reduce labor costs and improve restaurant efficiency; on the other hand, they can attract customers' attention, making them a very good marketing point. In 2117, with the maturity of iPad and WeChat ordering tools and the further maturity of robot technology, the restaurant intelligence will further develop in 2117.

It is foreseeable that the electronic screen will automatically display the names, points and discounts of restaurant members instead of the greeters, and automatically arrange seats or queues for them; The self-service ordering machine is put into use, so guests don't have to wait for half a day to order.